UNIVERSITY OF TEXAS AT DALLAS

MKT 6332. 501

ADVERTISING & PROMOTIONAL STRATEGY
Spring 2006
Fri, 7:00 pm – 9:45 pm. Prof. Abhi Biswas
Classroom : SOM 2.722 Email: abiswas@utdallas.edu

Suggested Text: Belch & Belch, Advertising and Promotion, 6th edn, McGraw-Hill Irwin.

Course Objectives
• To understand the basic principles of Promotional Strategy & Management.
• To learn how to analyze, understand, and apply the principles and practices of
advertising along with the other promotional mix elements.
• To provide each student with an adequate familiarity with the terminology and
definitions of Promotional Strategy.
• To learn how firms skilfully adapt & manage all elements of the promotional mix
using the Integrated Marketing Communications Approach.

Course Description
To provide an adequate overview of the field of “Promotional Strategy & Management” from a
managerial standpoint. The fundamental concepts will be systematically presented in class sessions
and related to real-life business situations. Numerous examples and caselets will be used to
highlight the most relevant topics & issues.
The primary mode of teaching will be lecture sessions along with discussions & group
presentations. A few video commercials & cases will also be shown & discussed in class. A
significant component of the learning experience, in a course of this type, is constructive &
reasoned class discussion. With this in mind, all students are encouraged to actively and judicously
participate in all class discussions.

Course Policy
Attendance is important and will certainly be taken into account in the case of students on the
borderline between two grades.

Each group of students will be responsible for one class Presentation as well as one
written assignment report to be submitted in class.

Group class Presentations will be made in class for a 20-25 min duration. Please limit yourself to
the maximum of 25 minutes. ALL group members should present. Each class presentation will be
accompanied by a concise 2-3 page double-spaced summary report.

Group written assignment reports are due by the end of the class on the due date of submission.

Synergy in team dynamics & equitable contribution by members are integral to all successful
group projects in business as well as in academics.
A formal peer evaluation by group members will therefore be used.

Please ensure all assignment submissions are made on time. In fairness to the other groups,
late submissions will be penalized.
Course Evaluation and Grading
Group Class Presentation 25% 20-25 minutes (all members should present).
Accompanied by a 2-3 page summary.
Group Written Assignment 10% 3-5 pages typed double spaced.
Mid-term Test 25%
Peer Evaluation 10% Evaluate yourself as well as other gp members.
Final Exam 30% The final exam will be cumulative.
100%

Grading Scale

Overall Course Total Letter Grade

90 -100 A
80 - 89 B
65 – 79 C
Less than 65 F

COURSE SCHEDULE
Dates Topics Chapters
Jan 13 Introduction to Advertising & Promotions 1
Integrated Marketing Communications
The Promotional Mix: The Tools for IMC

Jan 20 The Role of IMC in the Marketing Process 2

Marketing Strategy & Analysis
Segmentation, Targeting & Positioning

Jan 27 Perspectives on Consumer Behavior 4

Overview of Consumer Behavior
The Consumer Decision Making Process
Feb 3 Source, Message & Channel Factors 6

Feb 10 Objectives & Budgeting for IMC Programs 7

Determining Promotional Objectives
Sales vs Communication Approaches
DAGMAR: An Approach to Setting Objectives

Feb 17 Planning & Development of the Creative Strategy 8

Presentation by Group 1

Feb 24 Implementation & Evaluation of the Creative Strategy 9

Appeals & Execution Styles
Creative tactics
Presentation by Group 2

Mar 3 MID-TERM EXAM

Mar 17 Media Planning & Strategy 10

Developing the Media Plan
Mar 24 Evaluation of Broadcast Media 11
Television
Radio
Evaluation of Print Media 12
Presentation by Group 4

Mar 31 International Advertising & Promotion 20

Presentation by Group 5

Apr 7 Sales Promotion 16

Consumer Sales Promotion
Trade Sales Promotion
Coordinating Sales Promotion & Advertising
Presentation by Group 6

Apr 14 Public Relations, Publicity & Corporate Advertising 17

Presentation by Group 7
Presentation by Group 8

Apr 21 Special Topics, Caselets & Video

Submit Group written assignments

Apr 28 FINAL EXAM